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For the fourth installment in the series I caught up with Corby Fine, Group Account Director with Toronto-based Mighty, a digital advertising agency.
Any highlights for Mighty last year that really shaped your business?

2007 proved to be a year with many highlights for Mighty. Not only did we demonstrate and further our expertise on integrated campaigns with our parent agency Bensimon Byrne, we actively acquired our own clients including: EnviroTower (sustainable Design), Staikos (Real Estate Development), the Ontario Problem Gambling Research Centre (OPGRC), and Ziplocal (Search Engine).

We were also able to expand our service offerings to include animation, viral marketing, and innovative integrated executions.

2007 was also a year of awards. We received two digital Marketing Awards, a Webby Award, and a Canadian Marketing Award.

Will online advertising continue to grow in 2008? Any particular factors that will cause this growth?

Yes, we believe online advertising will continue to grow in 2008, but a large part of its continued growth depends on the measurability of the medium. Because the growth of online advertising has been accompanied with the promise of accurate measurability, advertisers will increasingly expect to be able to quantify the effectiveness of online advertising in terms of sales—an expectation that does not exist with traditional media. Measurability will have to improve, or the industry may find that clients are unwilling to devote more of their budgets to online.

What can we expect from Mighty in 2008?

We expect 2008 will be a big year for Mighty. We have plans for growth within our existing accounts as well as for the acquisition of new accounts. We are actively responding to and winning RFPs, while developing significant new opportunities through client referrals and networking.

For 2008, we predict a resurgence in Direct initiatives as part of integrated campaigns, along with a plethora of online tactics.

As for exciting projects set to surface in 2008, there are many. One, in particular, is the launch of Scotia Hockey online. With Scotiabank as the official bank of the NHL in Canada, Mighty has created a unique online platform to bring Scotia Hockey to the masses.

Categories: Features